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Turning Good Ideas into Bad News: The Effect of Negative and Positive Sponsorship Information on Sponsors’ Brand Image

  • Sponsorship Information and Brand Image
  • Published:
Schmalenbach Business Review Aims and scope

Abstract

Through sponsorships, companies primarily expect to establish, strengthen, or change their brand image. We analyze the effects of negative and positive sponsorship information on the favorability and structure of sponsors’ brand images. We adopt a new, unconventional approach, the Brand Concept Map, which analyzes sponsors’ brand associative networks. We find that negative sponsorship information unfavorably influences the favorability of sponsors’ brand image and the structure of a sponsoring brand’s associative network, but positive sponsorship stimuli have no influence. Furthermore, we identify boundary conditions under which the effect of negative sponsorship information on sponsors’ brand image is strengthened or diminished.

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Authors and Affiliations

  1. Institute of Marketing and Media, University of Hamburg, Welckerstr. 8, D-20354, Hamburg, Germany

    Oliver Schnittka PhD (Postdoctoral Researcher)

  2. Institute of Marketing and Media, Marketing and Branding, University of Hamburg, Welckerstr. 8, D-20354, Hamburg, Germany

    Henrik Sattler (Professor)

  3. Ipsos Marketing, Sachsenstr. 6, D-20097, Hamburg, Germany

    Mario Farsky PhD

Authors
  1. Oliver Schnittka PhD
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  2. Henrik Sattler
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  3. Mario Farsky PhD
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Corresponding author

Correspondence to Oliver Schnittka PhD.

Additional information

The authors thank two anonymous reviewers for their helpful comments on previous versions of this manuscript. The authors also thank Ann-Christin Wilcke for their help in collecting the data.

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Schnittka, O., Sattler, H. & Farsky, M. Turning Good Ideas into Bad News: The Effect of Negative and Positive Sponsorship Information on Sponsors’ Brand Image. Schmalenbach Bus Rev 65, 227–247 (2013). https://doi.org/10.1007/BF03396856

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  • DOI: https://doi.org/10.1007/BF03396856

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